Olive Media launches tablet advertising solution

Olive Media is launching a new hybrid tablet solution that could help publisher’s monetize across digital platforms within the Olive network. Olive says the solution will “unlock desktop inventory” by making it easier for audiences to see ads on their tablets, even if those ads have been designed for desktop. This optimization will also allow […]

Olive Media is launching a new hybrid tablet solution that could help publisher’s monetize across digital platforms within the Olive network.

Olive says the solution will “unlock desktop inventory” by making it easier for audiences to see ads on their tablets, even if those ads have been designed for desktop.

This optimization will also allow for sleeker, custom-fit creative, something Olive’s head of mobile, Deborah Hall, said is long overdue. “A lot of the challenge with tablet advertising is the reach,” she said. “Not many publications have optimized their sites for tablet. Instead of waiting for that to happen, we decided to build a rich media product that allowed us to unlock more inventory.”

Hall noted a quarter-over-quarter increase of 200% more desktop inventory now being viewed on tablet devices, but said only 2% of online ad placements “offer a meaningful advertising experience for tablets.” Olive’s new “tablet hybrid” aims to deliver readers more optimized advertising.

Olive Media marketing specialist Martine English said the product will also allow the desktop site to display an advertiser’s tablet creative (when accessed by tablet) even if the site hosting the ad is not tablet-optimized.

“What we’ve been trying to create is a canvas for advertisers,” Hall said. “Consumers are really looking to get entertained on the tablet, but opportunity to do that hasn’t existed before.”

Early adopters of the product include OMD Canada and The New York Times, which have used it to target users based on demographic and operating system.

Media Articles

Career Boosters: The future of social media

Three industry execs on the future of social and how to stay relevant in the field

Best Buy enlists Tracy Moore for Mother’s Day PR program

Cityline host providing gift suggestions and blog posts targeted at mom

PMB/NADbank release final readership studies

Mobile readership rising for newspapers; magazines reach 75% of Canadians

Cogeco Cable selects new agency partners

Taxi, Touché! and Bimm all awarded assignments with cable giant

Dynamic Outdoor selects ad tech supplier, joins COMB

Dynamic committed to being a tech company first, billboard company second

Irrelevant messages drive rise of ‘deletist’ consumers

New Aimia survey finds Canadians are getting tougher on brands

Cundari launches media division

Cundari Media Trust combines media planning with creative strategy and analytics